CENTRAL CEE ANNOUNCED AS NEW AMBASSADOR FOR G-SHOCK

G-SHOCK presents West-London rapper Central Cee as new European brand ambassador for a special collection of watches. With the collaboration, the brand brings together two icons known for their authenticity and resillience.

G-SHOCK, part of the Casio-family, was born from a quest for the strongest watch on the planet. Their motto ‘Built Different,’ perfectly embodies the British rapper. Since his childhood, Central Cee has been a great fan of the brand and his journey from underground to mainstream fully personifies the spirit and work ethic of the brand.

In recent year, Central Cee, also widely known as Cench, has dominanted charts with viral hit songs like ‘Sprinter’ featuring Dave, and Lil-Baby assisted track ‘BAND4BAND.’ He was nominated for the 2024 Brit awards and has racked up over 7 billion streams globally, making him one of today’s most popular British artists. Besides his musical endeavours, the artist is also known for his affective charisma and personal style, which many fans look up to. He is a strong voice for the youth, and his blissful energy seems a perfect match for G-SHOCK and its hip-hop influenced history.

The brand is set to launch a campaign to celebrate the collaboration and will continue their ‘Built Different’ series, which highlights unique stories of people and the G-SHOCK products. Additionally, an entirely new GM-2110 watch collection will be unveiled on September 26th. The watches in the collection have a metallic octagonal edge, a refined stainless steel bracelet, and multi-colored dials — combining functionality with effortless style. Various iconic models will also appear in the campaign, one of which being Central Cee’s personal favourite, the DW-6900U.